From condoms in the mail to a dog muttering "bugger", the Advertising Standards Authority has revealed the top five most complained about Kiwi ads ever.
The list is part of the advertising watchdog's 50th annual report, and the Advertising Standards Authority (ASA) celebrated by revealing the five ads Kiwis have complained about most.
Taking the top spot was a 2006 direct-mail advertisement by Hell Pizza in 2006.
The pizza company was known for its provocative marketing ideas and featured twice on the list.
The ASA garnered 685 complaints regarding Hell's Mail advertisements, in which the company sent 170,000 cardboard wallets containing condoms to homes across the country.
The package included instructions for use, with the Hell Pizza logo and the phrase: “Our pizza for meat lovers!”
"Concerns ranged from offensiveness, poor taste and decency, undermining family values, and the risk of the condom being damaged in this form of packaging," the ASA said.
"The complaints board found the advertisement had not been placed with a due sense of social responsibility, noting the use of a condom to promote a food product through a method of unsolicited, unaddressed delivery would be likely to cause serious and widespread offence in a number of communities."
The number two spot went to an Open Polytechnic radio ad, which generated a petition of 550 complaints that said the promotion had "slighted country line dancers".
"The advertiser defended it for the targeted youth market and its humour but expressed regret at any offence caused and withdrew the advertisement.
"The board considered self-regulation principles had been fulfilled, and the matter was resolved."
Number three most disputed was Hell Pizza again for a billboard that garnered 178 complaints in 2011.
It advertised the chain's "limited edition hot-cross buns" and included the text: "For a limited time. A bit like Jesus."
Complainants said the ad constituted spiritual abuse and was "grossly offensive", mocking Christianity.
In its decision, the complaints board said: "The ad, while provocative, was saved by the degree of black humour and, in light of prevailing community standards, was not likely to cause serious or widespread offence."
Number four was an anti-vaccine billboard erected near Middlemore Hospital in 2018.
It featured a picture of a man holding a baby, with the text, "If you knew the ingredients in a vaccine, would you RISK it."
The 146 complaints consisted of concerns that the ad was not socially responsible, implied vaccines were not safe, and exploited fear in vulnerable audiences.
The complaints were upheld, and the board noted: "A lack of advertiser identification and insufficient substantiation of the likely consumer takeout."
The fifth and final spot went to the infamous 1999 Toyota "bugger" TV ad.
The ad depicted various things going wrong on a farm, with each scene ending with the farmer — and, at one point, his dog — uttering the word, "bugger".
The ad drew 120 complaints, and in a "precedent" decision, the authority determined it was "unlikely to cause serious and widespread offence, taking into account the humour and adult audience".
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